Welcome to KISS KISS. We are a London-based magazine exploring romance in all its complexity, not the fairy tale, but the messy, lived experience. KISS KISS traces the many ways intimacy shapes our lives, challenging how we think about romance, identity, and connection. Stylish, intelligent, and unafraid to look at love with open eyes. KISS KISS moves through four movements: The Rush, The Routine, The Reckoning, and The Repair. From first-date nerves and situationships to secure intimacy, toxic patterns, and heartbreak, we trace the ways love shapes our lives today. Inside, you will find personal stories, cultural observations, and reflections on identity and desire. We explore the thrill of attraction in Scent or a Scam? The Truth About “Pheromone Perfume” (p.12), the comfort of routine in Garlic Bread is Better Than Sex (p.32), the challenges of obsession in Are We Dating… or Just Replaying? (p.40), and the subtle art of reinvention in How Dementia Changes Love (p.60). Fashion, culture, emotion, and love intersect here, reflecting how a generation fluent in the modern digital world experiences romance. This magazine doesn’t romanticise love. It documents it unapologetically, honestly, and with style. Because even in a world of fleeting moments, love is still urgent, still compelling, and still worth noticing. Kiss Kiss invites you on this journey. We hope you enjoy this first issue as much as we do.
Scent or a Scam?
From viral Tik Tok testimonials to lab research, we investigate whether pheromone perfumes are the secret to desire or just a really expensive placebo
Written by Aimee Wheeler
Somewhere between TikTok testimonials and glossy perfume ads, the idea that attraction could be bottled has started to gain a lot of traction. Spray this, and someone will want you. Spray that, and you'll become irresistible. Pheromone perfumes sell exactly that fairytale fantasy. Fragrances marketed as containing "human pheromones" promise a shortcut to desire, but the reality is far more subtle.
TikTok, the never-ending pit of trends, misinformation, and impulse purchases, has made Liquid London, a £39 pheromone perfume, practically impossible to scroll past. With #pheromoneperfume racking up over 26.6 million mentions and 43.7 million views on the hashtag, it looks, on the surface, like a product that's taken the world by storm. But look closer, and the cracks start to show. Many of the creators flooding your feed with glowing reviews are labelled “eligible for commission”, meaning every sale they drive puts money in their pocket.
TikTok duo @gracekelly_mcguire, for instance, posted a string of Liquid London videos tagged as paid advertisements, while framing them as personal favourites. The 8,490 five-star reviews and 4.4-star rating may look like proof of mass appeal, but when the algorithm is flooded with financially motivated content, it's worth asking: are people genuinely obsessed, or just really well-targeted?
The marketing leans on scientific-sounding phrases like “works with your chemistry” and “sparks instant chemistry” to make these products feel irresistible. So what are pheromone perfumes, really? Brands like Liquid London, Pure Instinct, and Venom for Her are all fragrances infused with synthetic compounds designed to mimic human pheromones, the key word being “mimic." The aim is to increase attraction, boost confidence, and amplify your natural skin chemistry. But fragrance experts are sceptical. One perfumer on Basenotes put it bluntly: in perfumery, the pheromone concept is "nothing more than a marketing gimmick.” TikTok. The reality is that these products smell pleasant and may make the wearer feel good, but the science behind the bold claims simply isn't there. Even critics within the pheromone industry admit that the supposed effects of viral pheromone perfumes are "highly exaggerated," with creators incentivised to make them seem effective because they earn a commission on every sale.
First, let's talk about pheromones. In many animals, these chemical signals play a direct role in attraction, guiding mates toward each other. Humans have similar chemical cues, but there's no evidence of a pheromone that guarantees attraction. Yet, pheromone perfumes claim to bottle this effect.
Mats J. Olsson, a professor of Experimental Psychology at the Karolinska Institute in Sweden, studies human chemical communication and pheromones. On whether any compound can reliably trigger attraction in humans, he says: "No chemical has yet been proven to meet the strict criteria of a true human pheromone. None." Most pheromone perfumes, including the ones flooding your TikTok feed, are built around synthetic versions of compounds found in human sweat. Yes, sweat. Androstadienone and estratetraenol are both naturally occurring in the body, and brands bottle artificial versions of them, blending them with fragrance molecules like ISO E Super to create that signature “skinlike” scent. So they're not entirely made up, but they're not magic either. As Professor Olsson puts it, “Scientific credibility is very low" for claims that these perfumes reliably trigger sexual attraction. He also points out something that might surprise you: “It is interesting to note that we have body odour and also apocrine 'scent' glands on the skin